Shazam launches visual recognition

Shazam has launched new visual recognition functionality, enabling posters, packaged goods, print media, and more to be recognised and launch digital content.

The audio recognition app has partnered with a series of brands, including Disney, Evian and boohoo.com for the launch. The first Shazamable ad, for Disney’s Tomorrowland Movie, was introduced to the public on May 22, and additional campaigns will begin rolling out next month. Disney Music Group will also be part of the visual Shazam rollout with content from their artists being Shazam-enabled.

From today, users with the latest version of Shazam can open the app and tap the new camera icon to start the visual experience, which has been developed in partnership with Digimarc.

When users wave their phone over any item with the Shazam camera logo on it or a QR code, they will be taken to custom mobile experiences, including interactive content, special offers, and ability to purchase items or share them with others. This capability will live side-by-side with the existing Shazam audio functionality.

Rich Riley (pictured), CEO of Shazam, said: “The introduction of visual recognition is another step on our journey to extend the ways people can use Shazam to engage with the world around them. For brands, we’re providing a near-frictionless way to engage customers on their mobile devices, with a single tap of a button.”